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Fundraising 101 for Student Affairs Supervisors
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Kim Signoret-PaarDirector of Development, Student Affairs
November 21, 2008
Fund Raising Is More Than Raising Funds
Fundraising is a vital part of the comprehensive process of “development”
Development is a series of deliberate activities that engage and retain funders in a donor-investor relationship
Development is much more than solicitation as a series of approaches to prospects and donors (direct mail, telefunding, events, etc.) that yield revenues annually
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Philanthropy, Development, and Fundraising
Philanthropic behavior is motivated by values
Development is the process of uncovering shared values
Fundraising is the process of enabling people to act on their values (Grace 1997)
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PhilanthropyPhilanthropy
Based in ValuesBased in Values
DevelopmentDevelopment
Uncovers Uncovers Shared ValuesShared Values
FundraisingFundraising
Enables Enables People to Act People to Act
on Valueson Values
Development Perspective
Organizations meet needs, organizations do not have needs
The focus is on program results, not financial goals
The process of asking and giving is based in shared values
The goal is to engage volunteers and donors at all levels in a process that will convert them to donor-investors
All contributions become investments in the communities served5
Why Do People Give?
The top two reasons people make a charitable gift are…
1. BECAUSE THEY ARE ASKED!
2. THEY BELIEVE IN THE PROGRAM OR INSTITUTION!
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Why Do Corporations and Businesses Give?
1.TO BE GOOD CORPORATE CITIZENS (PUBLIC RELATIONS VALUE)
2.TO IMPROVE COMMUNITIES WHERE EMPLOYEES AND CUSTOMERS LIVE
AND WORK
3.QUID PRO QUO – TO RECEIVE A BENEFIT THAT AFFECTS THEIR BOTTOM
LINE7
Development as a Cycle
Identification: Looking for Linkage, Ability & Interest Cultivation: Increase involvement, discuss needs &
projects, identify donor intent, match donor’s interests with needs
Solicitation: Ask for a specific amount for a particular need to accomplish a defined project
Stewardship: Recognition, attention, thank you from all levels; inform where and how the money was used (progress reports, scholarship letters, annual endowment reports, etc.)
Our best future donors are our current donors!9
Development Constituents
Students Faculty/Staff Alumni Parents Friends/Volunteers Foundations Corporations
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What is a gift?
A gift is a voluntary contribution where the following conditions must apply:– Funds are given irrevocably.– The donor does not require goods or services in exchange
for the gift.
Corporate donor/sponsor recognition– Not advertising contract
Gifts are subject to 4% administrative fee– Not subject to overhead costs (up to 52%) or Unrelated Business
Income Tax (UBIT)
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Development Methods
Direct mail Telemarketing Personal solicitation Written proposals/grants Special events Planned giving
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Planned Planned GiftsGifts
Major GiftsMajor Gifts
Repeat/Upgrade DonorsRepeat/Upgrade Donors
Participation/Annual DonorsParticipation/Annual Donors
Siz
e of
Gifts
Siz
e of
Gifts
Number of GiftsNumber of Gifts
Face-to-FaceFace-to-Face
Estate PlannersEstate Planners
Face-to-FaceFace-to-Face
Personalized LettersPersonalized Letters
Personalized Personalized LettersLetters
Special EventsSpecial Events
Face-to-FaceFace-to-Face
Direct MailDirect Mail
TelemarketinTelemarketingg
Local/Annual Local/Annual EventsEvents
The Importance of Stewardship
Donors expect to be THANKED Donors like to see assessment and
accountability measures built into projects Corporate/Foundation program officers want
to take materials back to their board members
Current donors are our most likely future donors!
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UC San Diego Giving Societies
Chancellor’s Laureates This giving society honors UCSD's most generous donors, who have given $1 million or more, cumulatively, to the university. Formed in 2002, the Laureates meet annually for special recognition events hosted by the Chancellor.
Alumni FoundersFormed in 2003, Alumni Founders recognizes the first 50 distinguished alumni who have given $1 million or more, cumulatively, to the university.
BenefactorsThis group has provided leadership support to The Campaign for UCSD: Imagine What's Next through commitments of $100,000 or more during the life of the campaign.
Legacy SocietyFormed in 2004, this society recognizes and thanks those alumni and friends who make a future commitment to the university through charitable annuities, life income agreements, bequest intentions, or other planned gifts .
Chancellor’s AssociatesChancellor's Associates is a premier group of donors who are recognized for their annual leadership gifts of $1,500 or more to be used at the Chancellor's discretion to fund the univerity's greatest needs.
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How Can the Student Affairs Development Staff Help?
Creation of web online giving Assistance with Gift Processing Gift Acknowledgement Donor Recognition Donor Data Management Gift Proposal Writing & Solicitation
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Donor Identification
When you identify a prospective donor or want to work with a current donor, please call us
The Student Affairs Development Office has a process to assist you
With you, we will plan a strategy to bring your funding initiative to the donor’s attention
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Programs & Projects That Get Funded
Meet a demonstrated need, part of unit’s mission Have prospective donor constituencies Have qualified staff to manage Have built in assessment and measurable
objectives Leverage other funding sources Have strong partnerships and collaboration Can be replicated, but do NOT duplicate Model programs
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To Increase Probability of a Gift
Communication– University & External Publications, website,
newsletters, letters– Story ideas always needed!
Engagement – Involve donors and prospective donors
through volunteer activity, focus groups, activities
– Advisory Board - caution
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Engagement & Stewardship of Scholarship Donors
Hearts & Scholars Dinner– Underwritten by Undergraduate
Scholarship Council & Student Affairs
Fiesta de las Estrellas Alumni Scholars Reception Alumni Awards of Excellence Campus, Alumni and Special
Events and Receptions Publications & Website
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Stewardship of other Student Affairs funds
Stewardship model – Fund use– Reporting– Engagement
Unit examples– Intercollegiate
Athletics– ArtPower!
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